When you think about branding do you just think about your logo & your website? It’s not just about that….. it’s also about how your clients perceive you. The more positive that perception, the more likely they will be to remain loyal when your competitors go knocking on their door or when times are hard.
So how do you improve on your brand & how do you know what your clients’ perception of you is?
The first & best place to start is by asking you clients & prospective customers what they think, you can do this by sending a questionnaire. It doesn’t need to be complicated but it’s a good opportunity to ask them what they like about your services & what areas they would recommend improvements on – now don’t panic here – surely you would rather know whilst they are still you client as opposed to after they have changed supplier, it is a lot less costly for a start!
As you begin to get responses you should see some similarities in the responses & this will help you work out how your brand is perceived.
Make sure you celebrate what they like about your business, use it in your marketing materials, tell your team, if you have one, tell your partner. It’s tough being at the top but this feedback will help your motivation & it’s not often you get to take a pat on the back!
You will always get weak areas identified, don’t be afraid of these, they will help you to improve your service. Make sure you think about how you can improve on these for the future & if you do make changes as a result let your clients know. Some weaknesses maybe industry specific for example the price of fuel or the long lead times on nylon tubing, I always get one saying that I can’t make the coffee as I work remotely, but these you can’t do anything about. Just make sure you action what is within your control to change.
The next step to think about is how you can add value, you don’t want your clients to be just satisfied with what you have done for them. In order for them to become your raving fans you need to add that extra bit of value & show some initiative, for example if you’ve made a first delivery for a customer call them & let them know as soon as it’s been delivered, if you are manufacturing something drop them an email to let them know it’s on schedule these little things go a long way in the eyes of your customer, it shows you care & it saves them having to think about it. If you are seen to be going the extra mile your clients will love you for it & that’s when they tell everybody how great you are.
So creating your brand isn’t just about expensive graphic designers or advertising experts. It’s about you identifying what’s great about your business & communicating it in a consistent & clear way. If you can turn your clients into long standing partners, they’ll recommend you to others & stick with you through these turbulent times. Now that has to be better than spending a fortune on advertising!
If you need assistance in creating your questionnaire please do not hesitate to contact me.
E: Rachel@rhva.co.uk
T: 0843 8860136 M: 07834 166320
W: www.rhva.co.uk